My last post dealt with transformations in the grocery shopper’s service journey in the United States since the late 19th century, after creation of the shopping bag. It noted that, before the shopping cart was introduced into grocery stores, the shopper’s journey started with paper grocery bags and noted the transformation required to get shoppers to use shopping carts.

In recent years, local and state governments, grocers and other retailers, as well as many shoppers increasingly understand the environmental impact of using so many disposable bags, whether paper or plastic. Not to mention the direct costs to the grocer in providing the disposable bags.

Paper bags cost four cents each on average and plastic bags one cent. The cost per year in the United States is over four billion dollars, leaving aside all the unintended harm to the environment. This post suggests that shoppers exhibit a purposive desire to use reusable shopping bags. When will the large grocery chains design the customer journey to reinforce the purposive desire of their shoppers? Customers expressing such a purposive desire need symbolic resources to aid them in remembering to take their reusable shopping bags,

from here

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to here

and, finally, here

Let’s start off with an anecdote.

Schnucks is a grocery chain in the St. Louis area that I sometimes frequent. The particular store I shop in seems to stock the best Bibb lettuce in my area and that is the main reason I go there. Earlier this year, as I entered that store, I experienced the simplest solution you could imagine to a recurrent problem many retail shoppers face.

Someone in this store took the time to mount a reusable Schnucks bag onto a matte board and attach it to the Enter doorway. Even though I was almost in the store when I saw it, the mere sign with no call to action gave me the motivation to turn around and go to my car trunk to retrieve some reusable bags.

My household owns 15 – 20 reusable grocery bags from various retail chains in St. Louis, Schnucks and Dierbergs. I keep several of those reusable bags in the trunk of my car to use whenever I go shopping, especially for groceries. I’m sure many of you do the same with stores in your area. Needless to say though, I can’t count the times I’ve reached the checkout counter and realized that the answer to the “paper or plastic” question is, “Oh crap, I forgot to bring my bags in with me.”

For those of you who own reusable shopping bags I’d wager you know the experience. In fact, one of the reasons my household has so many of these reusable bags is that my wife often forgets also, but she is not reluctant to just buy another one or two bags instead of using paper or plastic. Don’t ask!

In addition to an inexplicable sense of inappropriateness, which my wife says she shares, in bringing a Dierbergs bag into Schnucks, and vice versa, or banish the thought, to bring a Schnucks or Dierbergs reusable bag into Whole Foods or Trader Joes, the main culprit for my failure to remember is usually just getting in a hurry.

Consider the following numbers:

40% of 1,000 people surveyed by Consumer Reports in the United States say they own reusable shopping bags and use them along with grocery supplied plastic and paper bags

17% of 104,830 people surveyed by MSNBC in the United States say they consistently use reusable shopping bags

Any way you look at the numbers, many more people own reusable bags than use them consistently. Someone at the Schnucks store who posted the sign is obviously listening to those customers who end up at the checkout and express dismay over forgetting their reusable bags. None of the other five or six Schnucks stores I occasionally shop have posted such signs. Schnucks lacks a strategic communications strategy for addressing the green customer need in question, i.e. the desire to remember reusable bags.

Schnucks isn’t alone. Dierbergs doesn’t provide signs to support reusable bag shopping at the start of the customer journey. Neither does Whole Foods or Trader Joes, at least in St. Louis. Nevertheless, the Schnucks store discussed in this post developed a workaround for the overall failure of the company to engage the shopping journey needs of its customers. It serves as a paradigmatic example of service design brought to the wayfinding challenges of grocery shoppers who are interested and motivated to minimize their environmental impact.

A customer that voluntarily expresses dismay over leaving their reusable shopping bags in their automobile trunk, or at home, is also revealing a desire, an emotional response to their own failure to remember a personal commitment to a larger purpose, i.e. they want to act in an environmentally responsible way. It is a purposive desire. I suggest that such purposive desires are relevant to service design and wayfinding, and the sections below outline how.

Met Dave Gray, Andrew Simone, and Jim Durbin for coffee yesterday afternoon and thoroughly enjoyed the conversation over a range of topics. Dave’s approach to connecting visualization and explanation is always impressive. Andrew and I stayed around a while after the others left to talk about a range of things, but in particular his own interest in how we communicate what we know visually. The conversation led me to remember a Handbook from the mid-1990s that I worked through at one time called VizAbility, by Kristina Hooper Woolsey.

Upon entering my office at home I immediately pulled it out and popped in the CD to re-acquaint myself with a few of the exercises . I know a lot of books were written on visual design and communication over the past decade, but in my opinion VizAbility really stands out as both a classic and enduring resource of inspiration. It helped me through the visual design side of a couple of tough multimedia projects when I first read it in 1996. A short excerpt gives a good sense of its approach.

…for most of us, drawing is relegated either to our early school years or the hobbies of late adulthood, as if it were relevant on to the beginning and end of our lives. It is a skill that is approached lightly or not at all during the bulk of our education or professional activities.

But excluding people from the experience of drawing because they are not artistically “gifted” is like excluding people from speaking because they are not great orators or from writing because they are not first-class novelists. Drawing is not just a way to produce art, reserved for those talented in techniques and materials. It is a critial skill for bringing ideas into the world, and a tool for better learning and communication.

Anyone who doesn’t know the book ought to check it out. Now if I could just let that insight sink in again 😉